What began as a platform to spotlight short, often hilarious videos has quickly grown into one of the most popular and highly-downloaded social media platforms in the world. TikTok’s emergence as a social media powerhouse and a symbol of current pop culture has presented an ample opportunity for brands looking to gain exposure to this growing segment of (often) young potential customers. Many of these early adopters have seen pleasantly surprising results from their promotional efforts on the TikTok.

TikTok is the self-proclaimed “leading destination for short-form mobile video.” In November 2018, it was estimated that the platform had approximately 680 million monthly active users (MAU). Fast forward to 2019, and according to HootSuite, the platform was estimated to have approximately 800 million active users as of October of that year. It goes without saying that TikTok is growing rapidly, and today, the average user opens the app more than 8 times a day.

tiktok logo on smartphone resting on a keyboard next to earbud headphones


5 Tips to Promote Your Business on TikTok

A large portion of TikTok’s users skews younger than those on other platforms, boasting the largest demographic on Gen Z users on social media. With all these potential customers collecting in one place and creating engaging content, it’s a hotbed for users and businesses alike. With a growing number of brands exploring TikTok marketing, we’ve put together a list of 5 tips to help you promote your business on TikTok.

1. Use Hashtag Challenges

Hashtag challenges are one of the core aspects of the platform and the TikTok community as a whole. No matter if you are seasoned TikTok vet or a newbie who is just starting to test the waters, you have probably already noticed that there are a number of different challenges that seem to be active at one time or another. TikTok challenges are all about creating something that users want to recreate, and then put their own flair or personality on it. Companies that can ideate a cleverly branded hashtag challenge and have a TikTok account can leave the rest to the TikTok community. Users who see the challenge and are interested can then participate in just a few easy steps.

hashtag challenge on tiktok

2. Imitate content that’s trending.

Recreating content that is already trending on the platform is a tactic that has gotten results for maverick brands who were brave enough to get in on the TikTok craze in the beginning. And it’s a tactic that works now just as it did then. If your brand has a product or service that will resonate with potential users on the platform, this is an ideal approach for reaching this demographic.

For example, there’s a popular video series on TikTok where users tell a story by knocking away paper signs with words or sentences written on them. Companies like Tally have used this technique and recreated this trend by imitating the content and using the paper signs to highlight the companies’ value propositions. And it paid dividends.  A representative from the company has even stated that “compared to Instagram, TikTok has been 300 percent more efficient in getting customers to sign up for Tally,” they said.

3. Collaborate with influencers

Although TikTok influencer marketing isn’t all that big yet, it’s also what makes it potentially the most opportunistic avenues for reaching the younger demographic on social media. Influencer marketing is one of the most effective forms of marketing when you’re using the platform.

Partnering with influencers to advertise your product or promote your brand can help you reach a large and highly-engaged user base. And if you are a brand trying to figure out how to connect your brand with a millennials and Gen-Zers, than influencer marketing may be the best option available, regardless of platform.


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4. Post funny and informative content

One of the primary reasons TikTok has become so popular is because it’s always entertaining. Whether it’s a showcase of dancing talent, hilarious skits, or uber-informative content, entertainment is key on TikTok. Nearly every post on TikTok is entertaining, funny, and cool. So you can’t expect to be successful on TikTok by repeating tired, traditional advertising methods. This generation requires a different approach.

You must be creative, and produce content that allows your audience to enjoy the moments (and sometimes, even join in!). Of course, depending on your brand, you may need to insert some informative content about your niche or your products/services, to appeal to your core demographic. But even if you work in the most niche of business verticals, still make your content FUN! Combining fun and information into your content is paramount if you are looking to reach TikTok users and create content that resonates with them. But keep in mind, it’s important to focus on being natural and organic with your advertising, as many users on social media, in general, are resistant to engage with outwardly promotional content.

5. Advertise on TikTok

If your intention of advertising on TikTok is to gain a new audience than you’ve come to the right place. Many brands have entered into the TikTok market primarily because it’s largely untapped and uncluttered – and there’s a multitude of different ways to advertise on the platform.

Aside from hashtag challenges, TikTok offers four additional solutions for brands to advertise; Brand takeovers, in-feed ads, branded effects, and TopView. We covered the details of each of these ad types in a recent blog post, check it out for more information!


Final Thoughts

If your business is considering using TikTok, but you are not yet sure if it’s right for you – or if your audience is there yet – we highly recommend just getting started and experimenting with the platform. While TikTok is still relatively new, it’s rapid growth has shown no signs of slowing down. Brands who are bold enough to brave this new frontier will be able to grow their brand quicker and easier than if you take even more time before creating your brand account. You’ll get more reach and engagement, and more opportunity to get in on the ‘ground floor’ so to speak. We all saw what happened on Instagram once it became massively popular and flooded with content.

Brands who are willing to be humorous and entertaining, or even cleverly self-deprecating, have the potential to gain quick traction on TikTok, and in turn, grow their footprint on social media. For some, it appears certain brands’ best-kept marketing secret. Do you want to make it yours, as well?

We only do marketing that works.

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